As hate, harassment and violence toward Asian Americans has drastically increased since the beginning of the pandemic, Maddy Park took action to support her community. In this video–part of the Ad Council’s “Love Lives On” campaign, a continuation of the Love Has No Labels initiative–Park reveals how she made one simple and intentional choice to act with love, crowdfunding from people of all races and ethnicities to create Cafe Maddy Cab and fund cab rides to get AAPI LGTQ+ people, women and elderly home safe
Justin Polk directed via Invisible Collective for creative agency R/GA.
CreditsClient Ad Council/Love Has No Labels campaign Agency R/GA Tiffany Rolfe, global chief creative officer; Shannon Washington, Erin Lynch, SVPs, executive creative directors; Fernando Hernandez, executive creative director; JJ Lim, creative director; Pawel Rokicki, design director; Rowan Mansfield, Corey Thorn, Julian Soto, Artiana Wynder, associate creative directors; Vitor Lessa, art director; Anslem Samuel Roque, editorial research & interviewer; Chris Detoy, executive director, content production; Erica Jensen, director, content studio; Lauren Powzyk, sr. content producer; Yassmina Fandi, sr. content producer, art; Jeff Skutnik, executive production director; Pete Jones, executive producer; Vitor Rossellini, sr. producer; Christian Kugel, SVP, global head of insights; Lucien Etori, VP, executive strategy director; Brandon Heard, sr. strategist; Aaron Francois, sr. connections strategist; Jess Vande Werken, creative director, experience design; Aaron Kelly, associate creative director, experience; David Holm, associate engineering director. Production Invisible Collective Justin Polk, director; Tracie Norfleet, exec producer; Adam Leeman, line producer; Eric Tran, DP; Michael Rubman, 1st AD; Congyu E, production supervisor; Brittany Thomas, stylist; Evan Millard, sound. Editorial Cabin Edit Talia Pasqua, editor; Rachel Hamburger, assistant editor; Maggie Meade, managing director; Andrea Cantor, post producer; Adam Becht, exec producer. VFX/Finishing Shape + Light Cara Lehr, exec producer; Austin Lewis, lead Flame artist; Pat Hunsberger, Aaron Neitz, Flame artists; Joe Abou Sakher, VFX producer; Rob Trent, creative director. ColorBlacksmith Mikey Pehanich, colorist; Sam Howells, color assistant; Ashley Goodwin, color producer; Charlotte Arnold, exec producer. Music Barking Owl Kelly Bayett, creative director; Ashley Benton, exec producer; Lily McCann, assistant producer; Jacob Plasse, composer. Sound Design/Audio Post One Thousand Birds Hayley Livingston, Myra Al-Rahim, sound design/mix; Jackiel Zhou, additional sound design; Alex Berner-Coe, producer; Maya Kotomori, asociate producer. Licensing & Art Partners Jelani Rice, Ron Kurokawa, Nijalon Du’Boi, Getty Images, XYZ Graphics
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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